By Guest Contributor, Juliet McEwen Johnson
The social media beast needs constant feeding. Its hunger is voracious and constant. As soon as a business or professional stops putting out original, quality content their rankings slip and their followers drift on to other more stimulating pastures. A content channel is one solution marketers have identified to help here.
A content channel is simply another way to re-distribute content you have already created by slicing it vertically as opposed to horizontally. It is looking at what you have already written or curated – your categories – and seeing if there is another path potential customers might be looking for the answer your product or service provides. Perhaps it’s taking a broader view; usually it is a narrower view with a hyper specific keyword phrase
For example, if you are involved with travel, your blog might have categories by destination and then country. You have the opportunity to re-sift those posts and pictures by season, by heat index, by the kinds of activities you can do when you get there, whether or not facilities are wheelchair accessible or some easy, fun places to take your child with cp.
While your recipes might be categorized by meal, now they can be siphoned into a content channel around one ingredient, or a diet requirement – like sugar-free, diabetic, gluten-free, those who can’t have milk products, etc. There is a seasonality to food, both in terms of what’s freshest when and what we all feel like eating thanks to the weather. The hot summer makes us not want stews and soups; it’s hard to savor a salad every day for lunch when there’s snow on the ground!
Normally, real estate agents will present information in categories of neighborhood and price. But there are those folks who only want a one story, or who love Victorians (despite the small, dark rooms that don’t fit a normal sofa!) There are buyers who want a little sizzle for their buck; who long to live in a historically significant house; and who don’t mind that they can’t even change a doorknob or light fixture without consulting the local “historical police”!
As you can see, a content channel gives you the opportunity to re-purpose your existing posts. You need to get into the mind of your potential customer and ask yourself, how might they be searching for my products. Do they really care about a brand name or is it the type of product or service that they care most about? This means that, as we move forward with social media marketing, we can leverage our existing content further. The pressure on creating new stuff is still there, but it is not as acute as it was before the ability to create content channels came along.
As you can probably tell, I have a passion for marketing, and a deep love and respect for how social media can be used in today’s commercial landscape. I’d like to invite you to claim your copy of my free report on how to use social media over at my Vizzitopia blog.
With love and blessings,
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